Enhanced festival enjoyment through AI technology
In a groundbreaking study conducted by researcher João Lopes from the ISMT, Artificial Intelligence (AI) has been found to significantly improve the festival experience, elevating it to something unforgettable without overshadowing the heart of a festival - the music, friends, and atmosphere.
The study, reported in the TS2 article from July 2025, reveals that AI acts as a smart, creative partner, amplifying the cultural and social aspects of festivals. By enhancing personalised interactions, alleviating common frustrations such as long queues, and improving access to information, AI contributes to more engaging, enjoyable, and tailored experiences for festival-goers.
Lopes emphasised that AI is not intended to replace the core human and emotional elements that make festivals meaningful. Instead, it serves to augment creativity, engagement, and the personalisation of experiences at festivals. This is achieved by offering practical and relevant solutions, such as chatbots, personalised artist recommendations, extra-musical experiences, and intelligent ticketing systems.
The study, which analysed responses from festival-goers who attended events where AI was integrated, found a strong link between memorable experiences and openness to AI. Those who enjoyed the event most showed the greatest acceptance of technology, suggesting that a positive festival experience can foster a positive attitude towards AI.
Interestingly, the study did not discuss any negative effects or drawbacks of using AI at festivals. Instead, it highlighted that when AI is used well, it signals that the festival is organised, focused on quality, comfort, and well-being. This, in turn, strengthens the emotional connection between attendees and the event, as the perception that the festival is genuinely committed to delivering a quality experience is reinforced.
When AI is discreet and useful, it is no longer seen as intrusive but as an added value. Festival-goers feel more confident, engaged, and trusting when festival information is clear, and the applications, websites, and social media platforms function effectively.
In conclusion, the ISMT study underscores the potential of AI to revolutionise the festival experience, making it more personalised, engaging, and memorable without losing sight of the human and emotional elements that make festivals special. As AI continues to evolve, we can expect it to play an increasingly significant role in enhancing the overall festival experience for spectators.
- Portugal was mentioned in a TS2 article from July 2025, reporting on a groundbreaking study by João Lopes from the ISMT, which was conducted in Portugal, exploring the significant role of Artificial Intelligence (AI) in elevating festival experiences.
- According to the study, AI is serving as a smart, creative partner in festival events, enhancing personalised interactions, alleviating common frustrations, and providing more engaging, enjoyable, and tailored experiences for festival-goers, all while preserving the cultural and social aspects of festivals.
- In addition to practical solutions like chatbots, personalised artist recommendations, and intelligent ticketing systems, AI also offers extra-musical experiences, contributing to the overall lifestyle aspect of festivals by making them more personalized and memorable.
- The study revealed that a positive festival experience can foster a positive attitude towards AI, suggesting a strong link between memorable events and openness to technology. This finding indicates that as AI continues to evolve, it could play a significant role in enhancing entertainment experiences in Portugal and beyond.
